Promotion: extremely varied messaging tailored to different audience segments and different topics.

Channels include national and regional TV, radio, the press, telephone hotlines, Internet, performing arts, publicity events, community meetings, home visits, and clinic-based counseling.

Audience Segmentation:

Life Stage

Urban-rural differences

Gender

Use of Theory and Research:

Egyptian Demographic and Health Survey data, as well as commercially available pharmaceutical marketing and media data, was used during the design phase for in-depth audience segmentation and trend analysis.

Commissioned national surveys in 2005 and 2006 measured exposure and response to specific CHL messages among adult audience segments.

Media ratings and pharmaceutical sales data helped track the reach of CHLâ€™s mass media offerings and the impact of the Ask-aConsult promotions.